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How to Grow Content Effectively: Strategies for Success

Julia McCoy
Thursday, 8th Jun 2023
Julia McCoy
5 min read · Jan 11 2022
How to grow content effectively

Picture this.

You’ve mastered the art of content creation.

But, you’re still struggling with how to grow content effectively and reach your target audience.

Frustrating, right?

So, what’s the issue?

In today’s digital landscape, you can’t expect to grow your content and online presence without a strategy.

Here are some reasons why it matters:

  • 71% of business blogs increased their online visibility while 56% helped establish thought leadership with a blog strategy.
  • 69% of businesses successfully generate leads through blog content.
  • Companies that blog generate 97% more inbound links and 434% more indexed pages.

Ultimately, if you want results, you need a plan. Luckily, we have some answers for you!

This blog post will guide you through various techniques on how to grow content effectively and boost your online presence.

We’ll explore understanding your target audience, crafting engaging and diversified content, leveraging user-generated content, and overall leveling up your content marketing game. Let’s learn how to grow content effectively.

Table of Contents:

How to Grow Content Effectively: 8 Strategies to Try

1. Do You Really Know Your Target Audience?

Growing your content starts by truly understanding your target audience.

  • Create buyer personas based on real data from existing clients to tailor your content to address specific concerns or interests relevant to each group.
  • Analyze your market category to create valuable information that attracts potential customers while driving sales growth through effective promotional content.
  • Generate content that will resonate with them such as blogs, videos, podcasts, and social posts.
  • Incorporate keyword research into the process of creating a content growth strategy to get your message in front of the right people.

Buyer persona template from Shopify

2. How to Create Sustainable Content With Topic Clusters

Topic clusters are your secret weapon for an effective content strategy, and I’m here to show you how they work.

  • Step #1: Define core topics related to your business niche that resonate with your target audience.
  • Step #2: Do some keyword research to generate subtopics based on popular search queries in your industry.
  • Step #3: Organize these subtopics around the main topic, creating a cluster of interconnected content pieces that provide comprehensive information about each subject matter.

This approach helps search engines understand the relationship between different pages and boosts user engagement as they find all relevant information within one well-structured hub.

A consistent publishing schedule is crucial for maintaining momentum and driving results from this strategy.

  1. Create a content calendar outlining planned articles or blog posts centered around specific themes or keywords.
  2. Determine optimal posting frequency based on factors like audience preferences and available resources — remember quality over quantity.
  3. Schedule social media promotion efforts alongside new releases to maximize visibility across various platforms.

You’ll soon see how organizing content using topic clusters can help achieve increased website traffic and lead generation while keeping everything neatly organized under one umbrella theme.

Screenshot from Ahrefs

3. Craft Engaging Written Content

First things first, keep it concise and clearshort sentences and paragraphs are your friends when writing for the web.

No one wants to read a wall of text.

Break up content into smaller chunks to make it more digestible for readers.

Visuals are essential in keeping users engaged with your content. Tools like Canva and Adobe can help you create eye-catching designs that complement your written work.

Optimize Content for SEO: The Basics

When creating content, keep your target audience and marketing goals in mind.

  • Conduct keyword research to find relevant terms to include in your content.
  • Use these keywords in your content’s title, headings, and body.
  • Include internal and external links to credible sources to back up claims and increase audience reach.

Follow these tips to produce high-quality content that captivates your audience and supports your content growth strategy.

4. Diversify Your Digital Content Formats

Got a content marketing strategy in place? Let’s take it up a notch with diversified digital content formats.

  • Step #1: Explore various types of digital media like articles, podcasts, and videos to cater to different audience preferences.
  • Step #2: Determine which format works best for your target audience by analyzing their engagement metrics on each platform using tools like Google Analytics.
  • Step #3: Create high-quality content across all chosen formats that align with your brand’s voice and messaging, without sacrificing quality or creativity.

5. Repurpose Existing Content for Maximum ROI

Transform your successful content into different formats to reach a wider audience and maximize ROI.

For example, turn your popular blog posts into engaging podcasts or videos for auditory and visual learners.

Create eye-catching infographics from data-rich articles to simplify complex information for quick consumption.

Bonus tip: Keep your evergreen content fresh by updating it with new insights or industry developments. This approach saves time and resources while maintaining consistent messaging across various channels.

Here are some actionable steps to get started:

  1. Analyze your existing content to determine which pieces have performed well in terms of engagement, traffic, or conversions.
  2. Determine the most suitable format(s) for repurposing based on your target audience’s preferences and habits.
  3. Edit and adapt the original material while keeping it relevant and valuable to readers. Remember to follow SEO best practices.

Repurposing content has become an increasingly popular technique for generating premium quality material without compromising excellence or originality.

6. Leverage User-Generated Content (UGC) for Maximum Impact

Leveraging user-generated content (UGC) can be a powerful strategy for content growth. UGC not only helps you generate more content without investing significant resources but also fosters engagement and builds a sense of community around your brand. 

Here are some steps to leverage user-generated content effectively:

Encourage and Inspire UGC

Create a culture where your audience feels motivated to create and share content related to your brand. Encourage them to share their experiences, stories, photos, videos, reviews, and testimonials. Use social media, email marketing, and your website to promote the idea of UGC.

Define Clear Guidelines and Incentives

Provide guidelines for creating and sharing UGC that align with your brand’s values and objectives. Make it easy for users to understand what you’re looking for and how they can contribute. 

Additionally, consider offering incentives such as giveaways, discounts, or featuring their content on your platforms to motivate participation.

Engage with Your Audience

Actively engage with your audience’s UGC by responding to their posts, comments, and messages. Show appreciation for their contributions and make them feel valued. This interaction encourages further engagement and motivates others to participate as well.

Curate and Feature UGC

Identify the best user-generated content that aligns with your brand image and objectives. Curate and feature this content on your website, blog, social media channels, or in your email newsletters. By showcasing user content, you not only provide valuable exposure to the creators but also inspire others to contribute.

Create Dedicated UGC Campaigns

Launch specific UGC campaigns to encourage participation on a particular theme or topic. For example, you can run contests, challenges, or hashtag campaigns to generate buzz and motivate users to share content related to a specific campaign. This approach helps create a focused content stream that you can leverage for growth.

Request Permission and Give Proper Credit

When sharing user-generated content, always seek permission from the creators and give them proper credit. This builds trust and maintains a positive relationship with your audience. It also encourages others to contribute when they see that you respect and recognize their efforts.

Monitor and Moderate Content

Implement a system to monitor and moderate user-generated content to ensure it aligns with your guidelines and community standards. This helps maintain the quality and integrity of the content being shared.

Analyze and Iterate

Track the performance of UGC campaigns and content to understand what works best for your audience. Analyze metrics such as engagement, reach, conversions, and feedback. Use this data to refine your UGC strategy and make improvements for future content growth.

Remember to always stay authentic and transparent when leveraging user-generated content. Build a genuine relationship with your audience and foster a sense of community, and you’ll see your content growth soar.

Screenshot from Walls.io

7. Set KPIs and Track Your Progress

Measuring content growth through Key Performance Indicators (KPIs) helps you track the effectiveness of your content strategy and make data-driven decisions. 

Here are some common KPIs to consider when measuring content growth:

Website Traffic

Monitor the total number of visitors to your website and track the growth over time. This can be measured using tools like Google Analytics. An increase in website traffic indicates that your content is attracting more visitors.

Unique Visitors

Measure the number of unique individuals who visit your website within a specific time period. This metric helps you understand the reach of your content and how many different people are engaging with it.

Page Views

Keep track of the total number of page views on your website. This metric helps you understand which pages or content pieces are attracting the most attention and driving engagement.

Time on Page

Measure the average amount of time visitors spend on each page. This metric indicates how engaging and valuable your content is to the audience. Longer time on page suggests higher engagement and interest.

Bounce Rate

The bounce rate measures the percentage of visitors who leave your website after viewing only one page. A high bounce rate may indicate that your content is not meeting visitor expectations or that there are issues with user experience.

Conversion Rate

Track the percentage of visitors who complete a desired action, such as making a purchase, subscribing to a newsletter, or filling out a form. This metric helps you understand the effectiveness of your content in driving conversions and achieving your business goals.

Social Media Engagement

Measure the number of likes, comments, shares, and followers on your social media channels. Social media engagement indicates how well your content resonates with your audience and how effectively it is being shared.

Backlinks

Monitor the number and quality of external websites linking back to your content. Backlinks are important for search engine optimization and indicate that your content is valuable and relevant to others.

Email Engagement

Track metrics such as open rates, click-through rates, and unsubscribe rates for your email campaigns. These metrics provide insights into how well your content is resonating with your email subscribers and driving engagement.

Brand Mentions and Sentiment

Monitor mentions of your brand or content across various online platforms. Assess the sentiment associated with these mentions to gauge the overall perception of your content and brand.

Remember, the choice of KPIs depends on your specific goals and objectives. Select the metrics that align with your content strategy and focus on the ones that provide the most meaningful insights into your content growth. Regularly analyze and compare these metrics to identify trends, patterns, and areas for improvement.

8. Scale Smartly to Grow Content Effectively

Scaling your content marketing efforts without breaking your resources requires a smart and strategic approach. 

Here are some tips to help you scale your content marketing smartly:

  • Set clear goals: Clearly define your content marketing goals and objectives. Identify the key metrics you want to improve and the target audience you want to reach. This clarity will guide your content creation and distribution efforts.
  • Streamline content creation processes: Develop streamlined processes for content creation, including clear guidelines, templates, and workflows. This ensures efficiency and minimizes the time and effort required to produce high-quality content.
  • Outsource or delegate: Consider outsourcing certain aspects of content creation or delegate tasks to internal team members or freelancers. This allows you to scale your content marketing without overwhelming your in-house resources.
  • Collaborate with influencers and industry experts: Partner with influencers or industry experts to co-create content or have them contribute to your platforms. This collaboration helps you tap into their audience and expertise while providing fresh content perspectives.
  • Automate: Invest in content marketing tools that automate repetitive tasks such as social media scheduling, email marketing, or content distribution. 
    • You can also let AI handle content creation which is the most time-consuming task of content marketing. An AI-powered writing tool like Content at Scale helps you save time, increase efficiency, and free up resources for other important business activities.
  • Prioritize quality over quantity: With Content at Scale, you can ensure that you maintain the quality of your content even when you’re publishing hundreds of blog posts every month. This end-to-end publishing tool focuses on creating valuable, well-researched, and engaging long-form content that resonates with your audience. 
    • Remember: Quality content has a better chance of generating meaningful results and building a loyal audience.

Remember, scaling content marketing requires a balance between efficiency, resource allocation, and maintaining quality. Continuously evaluate your processes, optimize your strategy, and adapt to evolving market trends to scale smartly without overwhelming your resources.

Conclusion

Growing your content effectively requires a thoughtful and strategic approach. By setting clear goals, developing a content strategy, and leveraging smart tactics, you can maximize the impact of your efforts. 

Remember to engage your audience, encourage user-generated content, and optimize your content through data-driven insights. 

Scaling smartly means finding efficiencies, repurposing content, and embracing automation, all while maintaining the quality that resonates with your audience. 

By continuously refining your strategy, experimenting with new ideas, and prioritizing quality, you’ll be well-positioned to grow your content effectively and achieve your marketing goals.

Written by Julia McCoy

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